A Presenta*on from The NewMR Behaviour Economics Event 19 April 2012
PROVING BJORK WRONG: How To Take Behavioural Science from Anecdote to AcCon Tom Ewing, BrainJuicer
Event sponsored by Greenbook
All copyright owned by The Future Place and the presenters of the material For more informa>on about Greenbook visit www.greenbookblog.org For more informa>on about NewMR events visit newmr.org
Proving Bjork Wrong Tom Ewing NewMR Behavioural Economics Event
Speaker: Tom Ewing, BrainJuicer, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2
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Speaker: Tom Ewing, BrainJuicer, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2
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Speaker: Tom Ewing, BrainJuicer, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2
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Speaker: Tom Ewing, BrainJuicer, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2
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System 1 and System 2 Thinking
Speaker: Tom Ewing, BrainJuicer, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2
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System 1 decision-‐making is faster and less efforGul
System 2
50 bit/sec
System 1
11,000,000 bit/sec Zimmerman, M. (1989) "The Nervous System in the Context of Information Theory".
Speaker: Tom Ewing, BrainJuicer, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2
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Can you tell what it is in the picture?
Speaker: Tom Ewing, BrainJuicer, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2
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“A bat and a ball cost $1.10 in total. The bat costs $1 more than the ball. How much does the ball cost?” “People are not accustomed to thinking hard, and are oQen content to trust a plausible judgement that quickly comes to mind.” Daniel Kahneman, Nobel Prize Winner
Speaker: Tom Ewing, BrainJuicer, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2
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Human behaviour driven by two decision-‐making Systems, 1 & 2 …
System 2
System 1
Slow Explicit Analy*cal EfforGul Cogni*ve Proposi*onal Conscious
Fast Implicit Experien*al Ins*nc*ve Emo*onal Metaphoric Unconscious Speaker: Tom Ewing, BrainJuicer, UK
NewMR Behavioural Economics Event, 19 April 2012, Session 2
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2
1 Speaker: Tom Ewing, BrainJuicer, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2
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DECISION
Speaker: Tom Ewing, BrainJuicer, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2
Environmental/Architectural Factors
Speaker: Tom Ewing, BrainJuicer, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2
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Environmental/Architectural Factors
Sales
5:1
Sales
1:2
A. North, D. Hargreaves and J. McKendrick (1997)
Speaker: Tom Ewing, BrainJuicer, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2
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Environmental/Architectural Factors: Surroundings Ave. number of times cleared crumbs from table 3.54
1.09
Holland et al (2005) Jan 11
Speaker: Tom Ewing, BrainJuicer, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2
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Environmental/Architectural Factors: Choice Architecture % of drivers donating organs Tick the box if you want to participate in the organ donor programme
Tick the box if you don’t want to participate in the organ donor programme
100
98
100
100
100
100 86
Johnson & Goldstein (2003)
28 17
12
Po rt ug al Sw ed en
Po la nd
ar y un g
H
Fr an ce
el gi um
B
us tr ia
er m G
A
an y
K U
N
D
en m
ar k et he rla nd s
4
Speaker: Tom Ewing, BrainJuicer, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2
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Social factors
Jan 11
Speaker: Tom Ewing, BrainJuicer, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2
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Social Factors
People pay 2.76 *mes more on average when eyes are present
Bateson et al, 2006
Speaker: Tom Ewing, BrainJuicer, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2
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Social Factors: Copying/Mimicry
No accomplice eating pretzels Proportion of passengers buying pretzels:
1/12
Walking accomplices eating pretzels
Seated accomplices eating pretzels
1/7
1/6 Herrmann et al, 2011
Jan 11
Speaker: Tom Ewing, BrainJuicer, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2
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Social Factors: Commitment
% of homes (which claimed not to recycle) recycling after each treatment
19 18
16
18
21
21
Signed declara*on of intent
18 16
16 13
10
12
5
4 2
1
2
2
No treatment (control)
2 2
3
4
5
Week Jan 11
Communica*on
6 Burn & Oskamp (1986)
Speaker: Tom Ewing, BrainJuicer, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2
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Personal Factors
Speaker: Tom Ewing, BrainJuicer, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2
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Personal Factors: Diversifica*on
Day 1
Day 2
Day 3
Among those selecting on the actual day of viewing
42%
47%
44%
Among those selecting in advance on Day 1
44%
63%
71%
% of ‘Highbrow films’ selected
Read et al (1999) Jan 11
Speaker: Tom Ewing, BrainJuicer, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2
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Personal Factors: Iner*a & Consump*on Momentum Cumulative number of chocolates eaten
66 60 60
60
60
55
55
60
56
52
49 45
34
1
2
3
4
5
Days from receipt Jan 11
6
7
Cheema & Soman (2008)
Speaker: Tom Ewing, BrainJuicer, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2
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Personal Factors: Cogni*ve Load
Propor*on of favourable decisions
“The performance of more efforGul tasks will collapse under cogni*ve load.” Daniel Kahneman, Nobel Prize Winner
Case number across the day Speaker: Tom Ewing, BrainJuicer, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2
Danziger et al, 2011 24
Poli*cal, Economic Influences
Cultural Influences
Surroundings Priming Framing Accessibility Defaults
Copying Social Proof Consistency Reciprocity Social Norms
DECISION 0 EmoJon 0 9 0 0 1 2 3 4 5 6 7 8 9 8 7 6 5 4 3 2 1 Visceral States Habits CogniJve States
Knowledge /Educa*onal Influences Speaker: Tom Ewing, BrainJuicer, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2
DECISION
Speaker: Tom Ewing, BrainJuicer, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2
Thank You
Speaker: Tom Ewing, BrainJuicer, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2
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Q&A
Sue York NewMR
Tom Ewing BrainJuicer
Speaker: Tom Ewing, BrainJuicer, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2
Tom Ewing Email Tom at
[email protected] Read Tom’s blog @ hFp://brianandthejuice.wordpress.com Read Tom’s other blog @ hFp://blackbeardblog.tumblr.com Follow Tom’s tweets at @ hFp://twiFer.com/tomewing
Speaker: Tom Ewing, BrainJuicer, UK NewMR Behavioural Economics Event, 19 April 2012, Session 2
A Presenta*on from The NewMR Behaviour Economics Event 19 April 2012
PROVING BJORK WRONG: How To Take Behavioural Science from Anecdote to AcCon Tom Ewing, BrainJuicer
Event sponsored by Greenbook
All copyright owned by The Future Place and the presenters of the material For more informa>on about Greenbook visit www.greenbookblog.org For more informa>on about NewMR events visit newmr.org
